Amazon explores 'The Apprentice' reboot with Trump Jr set for promotion: report

Amazon (AMZN.OQ) is reportedly exploring an Apprentice reboot for Amazon Prime after acquiring production rights, with the Wall Street Journal saying company executives have internally discussed Donald Trump Jr. as a potential host. While the report is early — Amazon hasn’t formally approached the Trumps — the move underscores Amazon’s expanding content strategy following its MGM acquisition and could carry modest reputational and ratings risk/reward for the stock depending on public reaction and viewership. For investors, this is a non-financial, strategic content decision with limited near-term earnings impact but potential brand and subscriber implications if the reboot materializes and drives Prime engagement.